Businesses Need to Think About The Social Customer

As reported on CRM Buyer, social media should drive home the idea of authenticity -- that your business acts as a peer with your customers, that you speak honestly, and that you maintain a real two-way conversation.

"The emergence of the social customer is forcing businesses to think differently about how they reach the people to whom they sell, and much has been written about ways for businesses to cope with this. However, as is all too common in CRM discussions, the customer is often forgotten as we default to dwelling on processes and software that are decidedly business-centric in their nature."